The NCAA Corporate Champion and Corporate Partner Program, first introduced in 1984, is dedicated to excellence and committed to developing marketing and promotional activities surrounding NCAA championships. Some of America's top corporations comprise the program and emphasize the role of athletics and academics in our society by supporting NCAA youth programs, student-athlete awards and honors, and scholarship initiatives. Beginning in 2002-03, the program was restructured to consist of two specific tiers of marketing and promotional rights -- Corporate Champions and Corporate Partners. Overall, the NCAA is privileged to work with these outstanding corporate citizens that provide their commitment of dollars, personnel and expertise to benefit intercollegiate athletics.
NCAA Corporate Champions and Corporate Partners support all 90 NCAA Championships and are granted a wide variety of benefits, including certain category exclusivity around use of NCAA logos, marks, designations and championship tickets.
Through the NCAA Corporate Champion and Corporate Partner programs, these companies provide a direct, positive impact on the academic and developmental opportunities afforded to nearly half a million NCAA student-athletes each year. These Champions and Partners also help fans share in the excitement of NCAA sports - on the field, hardwood, track, ice and everywhere else NCAA national championships are on the line. These corporations are dedicated to emphasizing the role of athletics in higher education by supporting NCAA programs throughout the year. These companies also support NCAA youth clinics and fan interactive experiences.
In 2016 the NCAA announced an eight-year extension of its multimedia rights agreement with TNT Sports/CBS. The new contract extends the agreement through 2032 and ensures that TNT Sports/CBS will continue to manage and collaborate on the NCAA’s corporate marketing program. Additionally, TNT Sports/CBS manages March Madness Live and NCAA.com, along with major events surrounding NCAA championships, including the NCAA March Madness Fan Fest and Music Festival.
